Selling the World: Public Relations and the Global Expansion of General Motors, 1922-1940

Abstract

General Motors (GM) became the world's dominant automaker in the 1920s and 1930s thanks in part to a dynamic, centralized public relations operation. The intended audience of this marketing included GM's own overseas employees. As the company opened new plants in foreign countries, it used media such as General Motors World, an employee newspaper, to communicate that it understood the needs of different foreign consumers and to advocate against protectionist economic policies that hindered its ability to sell cars. The messages of General Motors World shaped global perceptions of GM's corporate structure and brand, and were a core element of the automaker's overseas activity.